{"id":4391,"date":"2020-01-31T11:35:35","date_gmt":"2020-01-31T11:35:35","guid":{"rendered":"https:\/\/fabiohaagtype.com\/?p=4391"},"modified":"2022-07-11T17:14:24","modified_gmt":"2022-07-11T17:14:24","slug":"bradesco","status":"publish","type":"post","link":"https:\/\/fabiohaagtype.com\/en\/bradesco\/","title":{"rendered":"Bradesco Sans: a guaranteed investment"},"content":{"rendered":"\n

Brands with the reach of Bradesco \u2014 more than 70 million customers and 76 thousand service points across Brazil \u2014 have a challenge as extensive: present themselves consistently, easing recognition, across all points of contact with their audiences. A corporate typeface helps to solve this problem by carrying the brand identity within each written word, from the TV ads to the ATM\u2019s interface.<\/h4>\n\n\n\n
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Fabio Haag Type faced the challenge of creating Bradesco\u2019s typographic voice, together with the studio Superunion, the agency Publicis and directly with Bradesco\u2019s Design Team.<\/h5>\n\n\n\n

Bradesco Sans is the result of year and a half of development and a total of 14 typographic ideas considered. Its design respects the geometric spirit of the previous typeface, however, with less rigidity. There is a better balance between geometric precision and the intuition of the human hand.<\/p>\n\n\n\n

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We looked for expressiveness in the context, where angled terminals of the letters \u2018c\u2019, \u2018e\u2019 or \u2018s\u2019 live in harmony with vertical terminals, as in \u2018l\u2019, \u2018r\u2019 or \u2018y\u2019. Individually, ascenders and descenders (letters \u2018b\u2019, \u2018d\u2019, \u2018h\u2019, \u2018k\u2019, \u2018l\u2019, \u2018p\u2019, \u2018q\u2019 and \u2018t\u2019) end angled, derived from Bradesco\u2019s symbol, and also present in its various sub-brands.<\/p>\n\n\n\n

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Each detail, from the design of period symbol to the diacritics, across all weights, as well as each weight itself (how heavy should the Bold be? How light should the Light be?) has been considered and tested to work from a large billboard to a small UI in an app\u2019s interface.<\/h5>\n\n\n\n
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Besides the brand-building advantages, the exclusive Bradesco Sans brings logistical and financial benefits: the fonts can be distributed to the entire internal public and suppliers without any restrictions or licensing costs, perpetually. The fonts are real assets of Bradesco. They are a guaranteed investment.<\/p>\n\n\n\n

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The new typeface premiered on Bradesco\u2019s beautiful end of year campaign:<\/p>\n\n\n\n

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